The quick summary:
YouTube wants advertisers to know that creators now do more than upload videos on its platform—they create shows.
At its annual Brandcast upfront at Lincoln Center on Wednesday night, the video platform unveiled a sprawling slate of creator-led series alongside new ad products designed to help brands cash in on the platform’s grip on the living room.
The biggest announcements:
The headline of the night was YouTube’s expanded Creator Shows slate, a programming lineup that increasingly resembles a traditional TV network’s pitch deck, only with creators as the stars.
The roster includes Kareem Rahma’s Keep the Meter Running, a series in which the comedian rides along with yellow cab drivers; Alex Cooper’s four-title slate from her Unwell banner; and Trevor Noah globetrotting in Trevor Noah’s World Tour, among others.
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